The chain yesterday insisted it would continue charging £28.25 for the morning-after pill as it fears encouraging women to “abuse” it.

But the company has now backtracked, saying it was "truly sorry" for the way it responded and insisting it was looking for cheaper alternatives.

A spokesperson for Boots said: “Pharmacy and care for customers are at the heart of everything we do and as such we are truly sorry that our poor choice of words in describing our position on emergency hormonal contraception (EHC) has caused offence and misunderstanding, and we sincerely apologise.”

The apology came after some 35 female Labour MPs threw their weight behind a campaign against the chain.

The MPs backed demands by the British Pregnancy Advisory Service – the largest abortion provider in the UK – for pharmacists to cut the cost of the morning-after pill.

Walthamstow MP Stella Creasy, former party leader Harriet Harman and ex-shadow home secretary Yvette Cooper were among those who wrote to Boots.

Most read in news

DIY DISASTER

Wheelchair-bound dad 'staring at wall all day' after DIY SOS transformed home

HOUSE OF HORROR

Mum told pals her kids were sick hours before boys, 13 & 14, died at house

‘BEAUTIFUL SOUL’

Dog owner, 36, 'killed himself' hours after his pet was eaten by alligator

MUM'S AGONY

Disabled girl who was was bullied by vile trolls has died aged 10, mum reveals

VOLCAN-WOAH!

Mount Agung erupts again as Bali's volcano spews ash and grounds ALL flights

Boots UK chief pharmacist Marc Donovan said earlier: “In our experience the subject of emergency hormonal contraception polarises public opinion and we receive frequent contact from individuals who voice their disapproval of the fact that the company chooses to provide this service.

“We would not want to be accused of incentivising inappropriate use, and provoking complaints, by significantly reducing the price of this product.”

Wepay for your stories! Do you have a story for The Sun Online news team? Email us at tips@the-sun.co.uk or call 0207 782 4368